ROLE:

Brand Refinement Strategy & Design

Identity Design

Label Program Re-Design Strategy & Design

Multiple Core Products Label Design

Illustration

Copywriting & Copy Direction

BACKGROUND:
About Our Dillon’s Small Batch Distillers Work

In 2011, Insite was asked by the founders of Dillon’s to help them achieve their dream of creating a distillery and successful alcohol brand — to work with them to create their brand strategy, name and naming system, identity system, package design, website, distillery experience and interior.

Within the thinking, we encouraged Dillon’s to approach the Canadian alcohol market as a craft distiller that would be unique in their philosophies and methodologies. We encouraged them to take a risk and create a product that was artisanal instead of mainstream, produced in small batches, using locally sourced ingredients, with a seasonal release focus and with a mission of transparency where ingredients and methods would be clearly described on the labels. At the time, none of this was available in the alcohol industry almost anywhere — making Dillon’s a true vanguard.

To go to market, we strategized that Dillon’s could slide in to a very saturated and locked up Canadian spirits marketplace by winning the hearts of locavores and supporters of Canadian goods while also appealing to the bar industry and mixologists who were growing tired of soulless international spirit brands who had locked up their bar inventories and constrained their creative freedoms. With Dillon’s they could be proud of a high quality local spirit with an honest story that they could confidently convey to their own audience with every inventive cocktail.

The brand strategy and both market strategies were immensely successful and the rest is history. Dillon’s Small Batch Distillers has become an internationally recognized brand that’s loved in many markets globally.

PROJECT OVERVIEW:
The new look of Dillon’s Small Batch Distillers and their core spirits line.

As the Dillon’s appeal and success continued to grow nationally and internationally, it became increasingly important to refine the brand story and visuals to be relevant to the more geographically diverse yet still craft focused audiences.

Consequently Insite and the Dillon’s team looked closely at the brand’s core to identify what was key to its vision, soul and promise. A thorough brand refinement was undertaken and the result was a strategic review of the packaging line-up starting with the core spirits and new RTD. More to come on the brand refinement.

This first package update boils down what’s most important and sharpens the visuals while keeping the brand’s foundations in place.

Images courtesy of Dillon’s